High spirits, low alcohol the coolest cocktail mix for today's generation

Market for low alcohol, low calorie drinks booming

- VAISHALI DAR

WITH SOCIAL DRINKING on the rise and health remaining a big factor post-Covid, people are raising a toast to low-calorie and moderate-alcohol drinks. Terming it 'sober-curious', brands are responding to the demand with offerings that play with varied flavours and go slow on the alcohol. For those who want the flavour but sans the spirit, the zero-alcohol category is yet another booming market.

"The consumer is shifting from the traditional 'for-the-kick' consumption to savouring drinks, experimenting with flavours and discovering premium alternatives. The change is primarily led by the younger generation who are open to experimentation. This demand is being met by a plethora of new brands being introduced by manufacturers in the beverage space, be it beer, spirits or non-alcoholic beverages," said Vineet Sharma, VP of marketing - South Asia, AB InBev, which has energy drink Budweiser Beats and non-alcoholic beer Budweiser 0.0. It is a 50-calorie brew with zero sugar that offers the same taste of Budweiser with 0% alcohol.

"The new offerings take one away from the bitter-tasting traditional alcohol and have several options like mead, cider, seltzer, beer and whiskey. The new-age, first-time drinker is also looking for a smooth transition from nonalcoholic carbonated (fizzy) drinks to flavourful drinks," said Pranoy Chakrabarty, chief operating officer, of Bored Beverages, which sells No Label Original Mead, a honey wine made by fermenting honey at 7% alcohol by volume (ABV).